Integrating public relations into marketing strategies in

Integrating public relations into marketing strategies in the state of QatarCSUSB ScholarWorks CSUSB ScholarWorks
2001
Integrating public relations into marketing strategies in the state Integrating public relations into marketing strategies in the state
of Qatar of Qatar
Part of the Public Relations and Advertising Commons
Recommended Citation Recommended Citation Al-Hajri, Hamad Faleh, "Integrating public relations into marketing strategies in the state of Qatar" (2001). Theses Digitization Project. 1918. https://scholarworks.lib.csusb.edu/etd-project/1918
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IN| the state of QATAR
I A Thesis j
!Presented to the j
i
IN: THE STATE OF. QATAR
! A Thesis
ABSTRACT
prevalence of public relations in Qatar's private sector
and to assess the marketing manager's awareness of and
attitude towards public relations. At the present time, ,
few companies use public relations as a marketing
strategy, although much effort is made to market in the
media, and on the Intiernet. The ob,jective is to provide
marketing managers wi;th sufficient information about
public relations that; will enable them to include public
relations in their marketing strategies giving them
greater opportunity for market growth and expansion. .
The results of the survey indicated that public
relations were not besing used in Qatar to its fullest
advantage. Recommendations included the need for training
marketing managers in the use of this marketing tool for
the benefit of business and industry and economic growth
of the country.
Methodology
4
Definitions
Summary . . . 19
Marketing Organization 21
Questions 25
Islam 26
Summary ....... . . 30
IV
APPENDIX B: MAP OF QATAR 4 4
APPENDIX C: FREQUENCY TABLE 46
REFERENCES 62
Table 2. Marketing Coinmunication Activities 23
Table 3. How Public Rfeiations are Used by the Organization i. . . • • . 24
Table 4. Knowledge and Attitude Toward Public Relations . . .; .... 25
26 Table 5. Islam and Public Relations ..
27 Table 6. Benefits of Public Relations
VI
companies be market oriented. As competition increases
domestically regionally and globally, unless a company
directs more effort and develops more strategies to market,
their goods, they will not be able to compete. Marketing
is of great importance to companies in small countries to
achieve economic growth. The one aspect of marketing that
is often ignored is that of public relations. Although
used in most developed countries today, it has not. been
implemented in small.countries mainly because marketing
managers do not have an understanding of what it is, how
it is used, and the benefits that could be achieved by its
use.
Qatar is one such country. Qatar is located in a
peninsula which projects northward from the Arabian
mainland into, the Arabian Gulf, and several small islands
located mainly off its western,and eastern coasts. It is
bordered by Saudi Arabia and the United Arab Emirates to
the south, and has maritime boundaries with both of these
countries and Bahrain^ situated off the northwest coast,
and Iran. "It covers a total land area of 4,401 square
miles" (Cutlip, Center & Broom, 1994, p. 1). (See Appendix
A) ' ' ;
Oil was discovered in Qatar in the 1940s. About 85
percent of Qatar's exports consist,of oil. However,
because oil is a depleting natural resource, steps have
been taken to encourage the private sector to have greater
participation in the economy. As a result, new companies
have been establishedi, those that are owned by nationals
as well as foreign investors (Time Almanac, 2000).
Puprpose of The Study
prevalence of public telations in Qatar's private sector
and to assess the marketing manager's awareness of and
attitude towards public relations. At the present time,
strategy, although mufch effort is made to market in the
media, and on the Internet. The objective is to provide
marketing managers with sufficient information about,
public relations that: will enable them to include public
relations in their marketing strategies giving them, .
greater opportunity fbr market growth and expansion.
statement of the Problem
Qatar is a very small country. Since the early 1970s,
many oil-producing countries have recognized that oil is a
depleting resource, and to maintain a high standard of
living for the people, more development is needed in the
private sector. This was supported by the fact that oil
revenues are greatly influenced by demand and supply,
making the market at times volatile and unpredictable.
Business and industry can bring greater financial
stability to the country and at the same time provide
jobs. Business and industry is important to the country
for revenues, but also to make the country and its people
less dependent on foreign imports. The goal is to achieve
a higher rate of exports than current imports so that a
Balance of Payments can be realized (Qatar Developments
Since Independence, 2000). The main goal is to continue
the economic development and modernization of Qatar even
though it is a small country with a.very small population,
and limited natural resources.
• Primary research: a questionnaire .distributed to
marketing managers in major companies in the
state of Qatar for the purpose of identifying
the current: use of public relations, and how
public relations could give companies an
advantage in the marketplace.
data on the' subjects of Qatar, public relations,
and how it gs used by those in various
businesses and industries.
aspect of marketing and its application to business and
industry in the statei of Qatar. It is further limited by
the number of respondents to the questionnaire, the time
frame, and the material available from published sources
that apply to the state of Qatar.
Definitions
by business and industry in a variety of ways to
advise the public as to what products and
services are available in the marketplace.
• Public Relations - A communication function of
management through, which organizations adapt to,
alter, or maintain their environment for the
purpose of ;achieving organizational goals
(Wilcox, Auit, Agee, & Cameron, 2000).
• Qatar - A small nation located in the Arabian .
Gulf, bordered by the gulf, Saudi Arabia and the
United Arab: Emirates.
purpose, importance, methodology, and
subject of public relations, its uses,
strategies,I and importance as a marketing tool.
Chapter Thr:ee: A review of the State of Qatar,
its industrial development, major businesses and
industries :that would benefit from the use of
public relations to reach the global
marketplace:. Limitations of its . use are
discussed ais they relate to cultural and ,
religions factors.
marketing managers in major companies in Qatar
and their current and potential use, of public
relations. ..
and secondary data, recommendations are made as
to the use of public relations in the various
industries and the strategies that would give
them an advantage in the marketplace.
Chapter Six: A summary of the study and
conclusions regarding the study and its benefit
to marketing in Qatar.
Chapter one is ah introduction to the study of public
relations in the state of Qatar. The chapter includes: the
purpose of the study,: statement of the problem,
methodology, limitations, definitions, and plan of the
research.
The following chapter is ,a review of Public Relations
as a marketing tool, lits history, growth and how it is
being used today.
^ CHAPTER TWO
PUBLIC RELATIONS
Public relations is a process a series of actions., . I • • ' I . ' ' ,
changes, or functions that bring about a result. One
. ' ' ' " .
by Jol|in Marston in his book. The Nature of Public.
Relations. Essentially, RACE means that public relations ' I • - - . ' , '
activity consists of four key elements:
Research What is the problem or situation?
Action (program planning) What is going to be i ' , ' '
done about it?
told?
I the effect? I ,
relations personnel: ; .
sources. :
management
i ,
; (Wilcox, et' al.,..2000).
Counseling, research, media relations, publicity,
employee/member relations, community relations, public
affairs, government affairs. Issues Management, financial
relations, industry relations, development fund raising,
multiOultural relations/workplace diversity,, special
2000)
Public relations is a 20^^^ century phenomenon whose,
roots ;extend deep into history, in a sense it is as old as
human jcommunication itself. In succeeding civilizations,
such Js those of Babylonia, Greece, and Rome, people were
persuaded to accept the authority,of government and
religion through techniques that are still use:
interpersonal communications, speeches, art, literature,
stageci events, publicity, and other such devices. None of
these lendeavors were called public relations, but their
purpose and their effect were the same as those of similar
activities today (Wilcox, et al., 2,000).
The art has many roots. For example: the practice of
dispatching teams to prepare the way for a traveling
dignitary or politician was not invented by Harry Truman
or Richard Nixon. Their political ancestors in Babylonian,
Greece, and Rome were quite adept at it,. Publicity,
community relations, speech writing, positioning,
government relations,' issue analysis, employee relations,
even investor relations, all have deep historical roots
(WilcQX, et al., 2000;).
In the centuries that followed, public relations
played a major role in most ever public event. The Olympic
Games,: for example, were heavily promoted by athletes
focusing on the heroes. Modern extension of exhibitions
can bd seen in the promotion of movies, circuses, I
exhibitions, and politics. Publicity, which consists
mainl^ of the issuing^ of news releases to the media about
activities of an organization or an individual, is one of
the earliest forms of'public relations. It has been used
for virtually every purpose. During thd colonial era,
broadsides were distributed in Europe by the Virginia
Company offering 50 acres of free land to those bringing
settleirs to America by 1625. Through the use of newspapers
and pamphlets, the Boston Tea Party was widely publicized,
helping to persuade American colonists to revolt against
Great Britain. Throughout the 19^"^ century, many settlers
were lured to the west through publications with
exaggerated statements pictures, promises, and the like
(WilcQx, et al., 2000:).
publidity was held to a minimum. Publicity also
contributed significantly to the industrial development of
the coiuntry. Another example was America's entrance into
World iWar II when the'government used publicity and public
relations to get the public to support the war effort. .
Public^ relations has become essential in modern life
because of a multiplicity of reasons including the
following: heavy, continuing population growth, especially
in cities where individual citizens have scant direct
contact with Big Business, Big Labor, Big Government, and
Big Institutions. The 'globalization of business and
communications has been accompanied by a parallel increase
in public relations adtivity around the world. At home,
government regulation :has brought about the employment of
thousands of government public information people and
public:relations experts helping those regulated to comply
10
with or oppose regulation. This has been important as many
citizens feel alienated by rapid changes taking place.
They feel cut off from the sense of community. They seek
power I through pressure groups, focusing on causes such as
environmentalism, human rights, and antinuclear campaigns.
Public opinion, registered through continual polling, has
become increasingly ppwerful into opposing or effecting
change (Wilcox, et al., 2000).
During the second half of the twentieth century,
public relations became firmly established as
indispensable to America's economic, political, and. social
develdpment. By the turn of the century it was well
integrated into the total communication programs of
companies and institutions both nationally and globally
(Wilcoix, et al., 2000).
department in a company. As .advertising loses some of its !
brand building power, and as sales promotion has grown far
beyond its optimum size, companies are recognizing the
potential of public relations. Public relations uses the
following tools for a variety of promotional strategies:
Ppblications - company magazines, annual reports,
customer brochures.
I shows. '
people, and products,
cjominunity involvement activities - contributions of I time and money to local community needs.
Identity media, stationery, business cards, corporate
dress codes. ,
; dissuade unfavorable legislation and rulings.
Social responsibility activities, building a good
reputation for corporate social responsibility.
Most Public Relations expenditures represent solid
investments designed to create and deliver a positive
image to the target market. They are less blatantly
perceived as self-serving than advertising campaigns. A
favorable magazine story about a new software product is
worth much more than tens of thousands of dollars spent in
advertising. Hi-tech companies do a lot of public
relations work in advdnce of launching new products.
Today, I developing new creative ideas is a full time task
for most product producing and service companies (Philip,
1999).^
12
Public Relations; is a process, a series of actions,
changes or functions Ithat bring about results., It is not a
new marketing tool but one that has been used for
centuries dating back to Babylonia times. Today it is
widely used in profit making and nonprofits. It is well
established as being indispensable as a marketing
strategy.
the following chapter is a review of the state of
Qatar; its location, ieconomic growth, and
industrialization.
13
The State of Qatar occupies a small peninsula that ,
extendis into the Persian Gulf from the east side of the
Arabian Peninsula. Idr--&©-u©x-s-~4-7-4-g-a™-s-q-H.a-r.©--milr@s. Saudi
Arabia' is to the west . and the United Arab Emirates to. the
south.; The country is mainly barren. Tt_s^__ca£iâjL is_^,.D.Qh§..
In 1999 the population was estimated at 723,542 (Time
Almanab 2000). i
exportation began in 1949. This was a turning point in
Qatar's modernization and economic development, heralding
a new era of accelerate progress in a wide range of
fields, including administration, infrastructure and the
economy together withâssociated improvements in the
social;and cultural arenas. The new oil helped transform
Qatar's economy from its reliance on traditional marine
oriented activities such as pearling and fishing, together
with sdme small scale farming into a modern and much more
diversified industrial economy. The flow of oil revenues
created more affluent society and one in which rapid
increases in living standards, education and health care
services were possible. Along with .this came a significant
14
to, according to recent census figures, more than half a
million people today |(Abu Dhabi, 1998).
Throughout this period of rapid.growth, which:
commenbed in the late,,1950s, Qatar has, made great strides
tow,axdis..__es_tab1ishina-:,..,its modern status and.independent
is continuing under its present leader, HH Sheikh.Hamad
bin Khalifa A1 Thani, who has expressed a special interest
in consolidating the valuable steps that have already been
taken within the framework of its Arab and ,Islamic
identity. Plans are now in place to build a modern and
strong: state that can:continue, to play a worthwhile role,
regionally, within the Arab world as a whole, and within
the global environment (Abu Dhabi, 1998).
The provisional modified constitution stipulates that
Qatar iis an independent and sovereign Arab country. Islam
is thej official religion, and the main source of
legislation, and the .system is democratic. Arabic is the
official language andiits people are Arabs. The state
1 . , ' ; , b' ''b 1 • , . ; supervises and guides^the national economy for the welfare
of the: country and its people. Private property, capital
and labor are the main pillars.of the country's1social
structure organized by law. The state guarantees free
a free press and respect for personal property. Qatari
citizens are assured equal rights and obligations and it ' I ' ^ '
is the! responsibility;of the state to provide public jobs
(Abu dhabi, 1998). :
diversiification of national income resources through
expansion of industrial and agricultural production, in
combination with development of human resources. It also
aims to provide a larger role to the private sector. A .key
objective is to achieve a surplus in the balance of
payments through increasing exports and tightening
budgetary control through implementation of essential
reforrds in financial policy. Several joint stock companies
have been established;such as the Qatar Manufacturing
Company and the Qatari Water and Electricity Company.
Incentives have also.been offered to the private sector in
order |to encourage investment in industrial projects..
Several laws have been assed in connection with the
program dealing with the organizatio.n of foreign capital
investment in economic activity, ^^far__as„;,th.g_,hyd^r^^
industri^s___a,re^ concerned, Qatar has been able _to maintain
its oil production.^jCAPacity. Oil production and exports
financial requirements and development needs (Abu Dhabi,
1998) .i i I
dn a worldwide basis Qatar ranks as the third largest
holdet of natural gas|reserves with estimates of more than
500 trillion cubic feet, and proven reserves of 360
trillion cubic feet. Qatar has.also paid special attention
to development of thei industrial sector and supported it
through investment in^ manufacturing and quarrying
industries. Incentives are offered to the private sector
to encourage investment in industry. A number of
industries have been established and represent the
foundation of the private sector economy. These include:
petrochemicals, chemical fertilizers, gas liquefaction,
oil refining, cement, steel, and iron. The private sector
has a 'number of factories that manufacture foodstuffs,
textiles, garments, Ifeather, wood, furniture, paper,
chemicals, rubber, plastic, aluminum, machines and
equipment. The main goal of agriculture is to lead Qatar j ' ' .
to self-sufficiency. Strong support has. been given to
farmers to encourage local capital investment in this
sector (Abu Dhabi, 19d8).
telecommunications networks, connecting it with the world
17
provided free to all citizens and the Qatar government
remains committed to providing its citizens with a wide
range ;of services and;amenities. Education is free at all
staged. The government schools provide books, , I . . 1 ^ ^
transpiortation, and financial incentives. The standard of
living is considered one of the best worldwide thanks to
the comprehensive social care program established two
decade's ago. Medical care and medicines are available for
both citizens and residents. Hospitals and medical centers
are equipped with the latest technological devices. Qatari
women participate actively in social service fields and
have played an important role in women's social and
charity activities. They have also penetrated all fields
of work (Abu Dhabi, 1998).
Qatar is an Islamic state. The Qataris are Sunni
Moslems. There are also small Hindu and Christian
i ' , ! . ' . ' communiities though they have no formal places of worship.
j " , • ' '
Arab dulture and Islamic principles (Cutlip, Center, &
Broom,! 1994).
Qatar is a member of the United Nations, the Gulf
Cooperation Council (GCC), and the Organization of
Petroleum Exporting Countries (OPEC).
The State of Qatar is one of the smallest countries
in the world. Located'on the Persian Gulf, it covers 4,468
square miles and has a population of less than one
millidn. Following the discovery of oil in 1939, the
government has used revenues to modernize the country and
improve the standard of living of the people. Today, Qatar
is a modern state and,the people enjoy one of the highest
standard of living in;the world. The private sector
contributes to the economy and lessens the nation's
dependence on oil revenues.
Qatar is an Islamic state, with the majority
following the Sunni sect. It is a member of the United
Nationp (UN), the Gulf Cooperation Council (GCC), and the
Organization of Petroleum Exporting Countries (OPEC).
Chapter IV, Public Relations in Qatar, reviews the
primary research of this study,,reporting the results of a
survey! conducted in Qatar to determine the use of Public
Relations in business and industry, and to identify the
attitude of marketers |in the use of this marketing tool.
19
prevalence of Public Relations in Qatar's private sector
and tO: assess the marketing manager's awareness of and
attitude towards public relations. At the present time,
strategy, although much effort is made to market in the
media and on the Internet. The objective is , to provide
marketing managers with sufficient information about
Public^ Relations that will enable them to include.Public,
Relations in marketing strategies giving them greater
opportunity for market growth and expansion.
Tb assess the use of public relations in Qatar, a
questionnaire was prepared for distribution to various
managers in the country. A total of fifty-one
questionnaires collected data from the Companies selected .
at random. See Appendix B. The total responses vary as not
all answered every question.
the public and private sector. In the private sector
managers in manufacturing (18), retailing, and services
(6) were selected as the primary source of data. In the
20
owned companies (27) were contacted. The research resulted
in a valid 51 responses with a mean of 2.0391 for the
private sector and 1.6275 in the public sector.
It is believed that the random sampling sufficiently
covered both sectors. The respondents included marketing
managers, public relations managers, administrators, and
supervisors. :
organization. Administrators and supervisors were the
majoriiy. The majority (29) were citizens of Qatar.
Twenty—two indicated "Other."
marketing organization, the way in which marketing was
integrated into the organization. Table 1 reflects the
results of the survey,
No marketing function 14 27.5
^Marketing activities integrated throughout the 7 13.8
iorganization Other 2 3.9
organization had a separate marketing,department. The
large percentage of companies with no marketing function
is questioned as some.arrangements have to be made to
market: products. This issue needs to be explored further,
to identify the way in which products are marketed outside
the organization. ;
marketing communication activities that.the organization i ' '
pursue!. Table 2 reports the results of the survey.
22
Other 3 , ,
Public Relations
responses. However, many organizations still depend on
sales representatives to promote their products to the
consumer.
responding in the negative.
responses, e.g., only 25 out of 51 respondents indicated " i '
they h!ad a separate marketing department. This indicates 1
that more research needs to.be done, perhaps defining a
I " ' Publicj Relations Department and its functions.
23
Public Relations can be used as a marketing tool in
many different ways. Respondents were requested to
indicate as to how it was being used in . their
organization. Table 3 represents their responses to the
different ways in which they use Public Relations.
The responses indicated that annual reports were:used
very frequently which can be questioned as to the validity
becausd most organizations are not public organizations
which would require an annual report to shareholders.
Perhaps annual reports should have been better defined.
Table 3.
Percent
Annual Reports 17 10 14 1
Special Events 1:7 14 11 2
Open House 6 14 17 3 „,
Trade; Shows 3 9 19 11
Articles :2 , 12 16 12
Charity 8 19 11 4
Employee Relations :4 4 29 13
Gift (jsiving 6 14 18 ' 4
24
: : Questions
the piirpose of determining the respondents attitude toward
Publid Relations. These questions asked for opinions. q
Respondents were requested to circle.responses ranging ,
from Strongly Agree (SA), Agree (A), No opinion (N)/.
Disagriee (D), or Strongly Disagree (SDO. Table 4 reports
the results of the responses for the first four questions.
The majority of respondents indicated that they were
familiar with Public Relations as a marketing tool. The
responses were also more positive.than negative, with few
exceptions. This supports the view, that Qatar marketing
managers are familiar with Public Relations and how it is
used to benefit the organization.
Table '-A.
: , QUESTION SA A N D SD MEAN'
1. Today companies need toi be market 33 15 1 1 0 . 0.823, oriented.
2 . Marketing strategies should include PR.
3 . PR differs from other marketing strategies.
4 .Con!sumers relate more favorably to PR than advertising
33
2,0
11
- .15
. 19
27
1
. 0
8
1
3 .
3
0
0
0
1.272
1.411
One, of-the issued raised regarding the use of Public
Relatidns., has: been thd conGern that the way in which it,is
used :wiil conflict wi^^ the .principles of Islam, and be
offensive to its folldwers. The following four questions
re.lat^ to, Islam and requested, marketing .manager'a opiinion ,, to : detlermine if/, in fact, a cdhflict:dose ekit,. Tablo :5
reportls the, qpinions of the, respondents.
Table 5.
QUESTION SA A: N : SD . MEAN
PRj activities are: inconsistent with -4 3B ,12 ., 2;.^19;6, principles of Islam Islam views PR as|an acceptable,: Marketing 21 17, 3.137
tool,. , Islam :supports { business a.nd I 21 15 3 1 2 .196
in PR should:conform!to
A number of- respjondents indicated that Public
Relations activities,:|\?ere inconsistent with the , , , fundamental principle's of Islam. The majority agreed,
either that they supported the statement, or perhaps the
question, .was riot,.understood. However, Public Relations
would have to conformj to Islamic principles and always be
2 6
approve of. In this way, Public Relations may have more
limitations than othep countries would experience. ,
Benefits of Public Relations
whether marketing mankgers fully understood the benefits
that could be derived from the use of Public Relations
strategies. Table 6 reflects the opinions of respondents.
Table ,6.
9. PR^ assists an :
organization to i develop closer 28 10 11 2 0 1.745
relationships with consumers
10. PR, provides the organization an opportunity to 21 23 6 1 0 1.745
present a favorable image
pepiodic PR seminars 12. PR| can benefit the
organization in the 11 28 11 0 0 . 1.960
domestic and global markets.
13. PR^ strategies are less costly compared
13 29 5 3 0 1.921 to advertising and prdmotion programs.
27
familiar with the benefits that can be derived from using
Public Relations. Most agreed also that they would benefit
from periodic seminars to increase their knowledge of
Publid Relations.
company would be using more or less Public Relations in
the future. The responses indicated that 21 would use it
more, 25 the same as they have in the past, with three
using It less (Mean 1.5685).
Public relations is a very broad marketing strategy.
In Qatar it fits into the way in which business is
conducted, but in general,, it does not appear that it is
being used to its fullest advantage.. Most companies , are
ready tio promote their^ products in every way possible.
There are various types of events that take place that
provide situations such as trade shows, conferences,
various events, and the like, that provide opportunities i
to get 'both the name of the company and its products
before a very large audience. And, there are opportunities
i ' ' ' such as conducting open house, giving of gifts,
contributions to charity, issuing annual reports, etc.,
that are done rarely, if any, that could be used
beneficially.
companies today need to be market oriented. There was also
an agreement as to the need for public relations to be
made part of the marketing strategy a company uses.
However, the responses clearly indicated that there were a
significant number that had very little, if any,
background, or understanding of public relations and the
contributions that it could make to the organization".
One of the major concerns was that public relations
may not be used to its fullest potential. Public Relations
can be: designed and used to meet the requirements of any
culture. Instead of conflicting the religion or culture,
it can easily and cleverly promote the way of life of the
people. However, the study revealed that the majority of
respondents had a very limited understanding of the.
subject, although they were highly informed as to the
meaning of marketing in general.
One of the most important results of the study that
needs to be mentioned is the fact that there was a high
percentage of respondents that did not indicate a response
to the' questions. It is assumed that this indicated a lack
of understanding of Public Relations, a lack of knowledge
as to how it is used as a marketing tool, or they were not
29
organization. See Appendix C.
aware of the full benefits of Public Relations and the
many different ways that it could be used to enhance an
organization's image, and.promote products or services.
The following chapter discusses how Public Relations
could be integrated into marketing strategies and proposed
recommendations that would be beneficial to organizations
and their marketing strategies.
planned, and sustained effort to establish and maintain
mutual understanding between and organization and its
publics. It is the management, through communication of
perceptions and strategic relationships between an
organization and its internal and external stakeholders.
It is an art and a social science that looks for different
ways to promote products and/or services to bring the
company's name before its consumers. The main objective is
to use, it as a way to'reach those in the market that
perhaps could not be reached in other ways - or to present
a more favorable image of the products or services being
offered.
Qatar, as a small country, and one that is probably
lesser known throughout the world compared to others,
needs to implement public relations to give it greater
awareness in the international and global marketplaces. I . "
There kre many opportunities to use,Public Relations as
the companies could benefit from more activity regarding
trade shows, conferences, seminars, etc. More could be
done by management of the different companies in
31.
thousands of dollars In advertising to promote their
products. Public relations Is a marketing tool that gives
management the opportunity to work more closely with
potential customers. Great Impressions can be made by just
promoting the country:Itself and Its desire to expand Into
the larger market. ,
The study clearly Indicated that marketing managers
In Qatar have a great need to know more about public
relations and how It could benefit their organization.
This does not mean, that they are not currently marketing
their products or services In meaningful ways, but rather
thiat marketing could be greatly enhanced by Integrating
public relations strategies.
benefit management In every organization as to how public
relations would benefit the Image of not only the company,
but also the products/services being offered domestically
and Internationally. , V 1; ' • . . .
the subject of public relations as part of a
32
i
currently being used. .
sessions; only the public, relations would
be broadly presented showing how it would
be used within the domestic market as well
as the:global market. The focus would be . on
the benefits from the use of public
relations that have been achieved by other
companies including those in other
. countries.
would be significantly less than they are
probably spending for advertising at the present
time.
only a minimal budget, depending on what is
to be done. Locally, the company could
! support some event that takes place .,
annually such as sporting events - mainly
soccer as that is the favorite sport of the
people.
33
within the organization such as
announcements of people being promoted, or
perhaps the activities of some employees as
it pertains to their volunteer effort for
some charitable organization.
and should be used such as:
a. Participating in trade shows, presenting
products and services in a positive light
so that all those attending would be more
aware of the company and the state of Qatar
in gendral. Opportunities exist throughout
the Gulf as trade shows are common and they
are well attended by companies from all
over the world. Products and services are
promoted probably more for the
international and global market, as the
domestic market for most products is very
small compared to the larger market that
exists within the global framework.
b., , Conferences. Most industries that sell in
the global marketplace frequently hold
conferences usually on an annual basis.
34
invitations are extended to every company
related to the . industry.
events to which Qatar could contribute in some
way. In each country, or most countries, one. of
the best contacts is organizations such as the
Chamber of Commerce, industrial organizations,
and the like. Greater participation in
international events would greatly enhance he
image of Qatar and provide an excellent
opportunity to make contact with companies that
could contribute.to the company's business while
making contact with potential markets that
perhaps have not been considered in the past.
Due to the fact that Qatar is a very small country,
although it is growing rapidly, public relations could
greatly contribute toits growth. This is important as oil
is a depleting resource, and before the revenues decline
significantly, the economy needs to be based on the
private sector. Although the country itself may be
disadvantaged because,of its size, diversification can
greatly expand its size within the marketplace.
significantly benefit from greater use of Public
Relations. There are many opportunities open to them that
would greatly enhance any marketing strategy.
Recommendations are made to encourage its use and also
offer training in the field to marketing managers so that
they would have a better understanding of the process.
The following chapter is a summary and conclusion of
this study.
SUMMARY AND CONCLUSION
Oil was discovered in Qatar in the 1940s at the time
when oil was being discovered in neighboring countries.
Before that time, Qatar depended on pearling and fishing
as an economic resource. The population was relatively
small, and without any significant natural resource. When
oil was discovered in, the area the whole world became
interested in the Gulf countries as many, including the
United States, as oil reserves were being rapidly
depleted. When World War II came to an end, oil production
and shipping to the far corners of the earth was possible.
For the first time, the Gulf countries became important to
every industrial nation, and the development of third
world countries.
self sufficient in some things such as food supplies. The
surplus is an important export today. Business and
industry has grown significantly during the last decades
as new business were,needed not only to support the oil
industry but to support the growing population as well.
Because the domestic market of Qatar is relatively
small, many companies today are selling in the
37
international market,. However, more progress has to be
made if the country is to be able to support itself when
the oil reserves have been depleted. To promote growth,
companies could benefit greatly by using public relations.
The opportunities exist but until this time they have not
been fully exploited. For this reason, it is proposed that
marketing manager of the different countries be educated
as to the need for,public relations to be integrated into
their current marketing strategies.
Executive's Opinion Survey
The following questionnaire is designed to identify the way in which Public Relations are used in the State ofQatar as part ofa research study to complete the requirements for a Master's Degree in Marketing and Communication.Your assistance is greatly appreciated and all responses to the questionnaire are confidential. Thank you.
Please indicate the type oforganization with which you are affiliated:
Private Sector:
Which ofthe following best describes your Marketing Organization?
Marketing is a separate department. Use commercial marketing agency Have no marketing function in our organization Marketing activities are integrated throughoutthe organization. Other,please specify ,
40
Public Relations Sales Representatives Advertising Planning Events Market Research Sales Promotion Other please specify:
Does your organization have a separate Public Relations department?
Yes No
The following are some ofthe traditional tools ofPublic Relations.Please indicate how frequently is each used in your organization.(1 - very frequently;2- Somewhat frequently;3 - Occasionally,4- Never). Circle the number that best represents your response on the right hand side.
Press Conferences 2 3 4
Conventions 2 3 4
Articles in newspapers/magazines 2 3 4
Contributions to charity 2 3 4
Employee relations 2 3 4
Gift giving 2 3 4
On the left hand side ofthe Public Relations tools above,please indicate how irnportant is each tool to your organization on a scale from 1 - 5, 1 being very important,4 being not at all important.
41
For each ofthe following statements,please indicate the level ofyour agreementor disagreement by circling the letter(s)that best represent your response:
SA - Strongly Agree A-Agree "
N -No opinion D-Disagree

1; Companiestoday need to be market oriented. , SA A N D SD
2. An effective marketing strategy should include public relations. SA AND SD
3. Public relations differfrom other marketing Communication strategies. SA A N D SD
4. Consumers often relate more favorably to public relations strategies than to advertising. SA A N D SD
5. Effective public relations activities are inconsistent with the fundamental principles ofIslam. SA A N D SD
6. Islam views Public Relations as an acceptable Marketing tool. SA A N D SD
7. Islam supports business and industry. SA A N D SD
8. Public relations activities should conform to the
principles ofIslam. SA A N D SD
9. Public relations assist an organization to develop closer relationships with consumers and potential consumers. SA A N D SD
10. Public relations provides the organization an opportunity to presentafavorable image that cannot be achieved with advertising. SA A N D SD
11. Marketing Managers oforganizations would benefit from periodic seminars on public relations and waysthat it can be implemented effectively. SA A N D SD
42
12. Public relations can benefit the organization in the domestic market and the global marketplace. SA A N D SD
13. Public relations strategies are less costly compared to advertising and promotion programs. SA A N D SD
14. Will your company be using more or less ofPublic Relations in the future?
More of Same as Less of
Please share with us any comments you may have on the nature and role ofPublic Relationsin the Gulfregion.
Thank you for your assistance and cooperation.
APPENDIX B
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'Iffflml ; Klfowx A\ , Y :„; ^ZY* al y • " ," ;' V,.,;, Y Y. . ;;'''= '"
W I ^ 51" z
Please indicate the type oforganization with which you are affliated:(private Sector)
Cumulative
valid no response id iS.S 19.6 19.6
Manufacturing 18 35.3 35.3 54.9
Services 6 11.8 11.8 66.7
Other 17 33.3 33.3 100.0
Total 51 100.0 100.0
Please indicate the type oforganization with which you are affliated:(Public Sector)
Cumulative
valid no response 7 i5.7 13.7 i3.7
Governmentagency 11 21.6 21.6 35.3
Governmentowned 27 52.9 52.9 88.2
company
Total 51 100.0 100.0
Please indicate the type of organization with which you are affliated:(Your current positions)
Cumulative
valid NO Kesponse 1 z.u z.u 2.U
Marketing Manager 1 2.0 2.0 3.9
Administrator 21.6 21.6 25.5 11
Supervisor 12 23.5 23.5 49.0
: Other : 26 51.0 51.0 100.0
Total 51 100.0 100.0
Please Indicate the type of organization with which you are affliated:(Nationality)
Cumulative
valid UltizenoTUAt 29 56.9 56.9 56.9
Other 22 43.1 43.1 100.0
i Total 51 100.0 100.0
Which ofthefoHowing best describes your Marketing Organization?
Cumulative
valid iviarKeting IS a 25 49.0 49.0 49.0
separate department
Marketing agency
organization
the organization
Total 51 100.0 100.0
Cumulative
valid i no response 20 39.2 39.2 39.2
Public Relations 31 60.8 60.8 100.0
Total 51 100.0 100.0
Cumulative
vaiia no response 52./ 52./ 52./
Sales Representatives 19 37.3 37.3 100.0
Total 51 100.0 100.0
Cumulative
valid no response 36 /U.b /U.b 70.b
Planning eventes 15 29.4 29.4 100.0
Total 51 100.0 100.0
Cumulative
valid no response 31 60.8 60.8 60.8
Marketing research 20 39.2 39.2 100.0
Total 51 100.0 100.0
Cumulative
valid , no response 26 51.0 51.0 51.0
Sales Promotion 25 49.0 49.0 100.0
Total 51 100.0 100.0
Cumulative
Valid no response 36 70.6 70.6 70.6
advertising 15 29.4 29.4 100.0
Total 51 100.0 100.0
Cumulative
valid no response 48 94.1 S4.1 94.1
other 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
valid yes 43 84.3 64.5 64.5
no 8 15.7 15.7 100.0
Total 51 100.0 100.0
Cumulative
valid no response 7 i5.7 15.7 13.7
very frequently 4 7.8 7.8 21.6
somewhatfrequently 21 41.2 41.2 62.7
occasionally 16 31.4 31.4 94.1
Never 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
vaiia no response 9 17.6 17.6 17.S
Never 1 2.0 2.0 100.0
Total 51 100.0 100.0
Cumulative
valid no response 7 i5.7 13.7 13.7
Never 2 3.9 3.9 100.0
Total 51 100.0 100.0
Cumulative
somewhatfrequently. 14 27.5 27.5 60.8
Never 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
vaiia no response 9 17.6 17.6 17.6
very frequently 5.9 5.9 23.5
Never 11 21.6 ; 21.6 100.6
Total 51 100.0 100:0
Cumulative
valid no response
valid no response
Cumulative
valid no response i() 19.6 l§.6 19.6
Never 13 25.5 25.5 100.0
Total 51 100.0 100.0
Cumulative
valid no response S 17.6 17.6 17.6
Never 4 7.8 7.8 100.0
Total 51 100.0 100.0
Cumulative
valid no response S 17.6 17.6
Never 9 17.6 17.6 100.0
Total 51 100.0 100.0
Cumulative
no response
Very Important
Cumulative
no response
Very Important
no response
Very Important
Cumulative
valid no response
Cumulative
valid no response
valid no response
Cumulative
Very Important 4 7.8 7.8 76.5
important 5 9.8 9.8 86.3
no opinion 6 11.8 11.8 98.0
not important at ail 1 2.0 2.0 100.0
Total 51 100.0 100.0
Cumulative
important 6 11.8 11.8 94.1
no opinion 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
Valid no response 34 66.7 66.7 66.7
important 6 11.8 11.8 90.2
no opinion 3 5.9 5.9 96.1
not important 2 3.9 3.9 100.0
Total 51 100.0 100.0
Cumulative
Valid no response
Valid no response
Valid no response
1 2.0 2.0 2.0
30 58.8 58.8 60.8
19 37.3 37.3 98.0
1 2.0 2.0 100.0
Consumers often relate morefavorably to public relations strategies than to advertising
Cumulative
Strongly Agree 11 21.6 21.6 25.5
Agree 27 52.9 52.9 78.4
No opinion 8 15.7 15.7 94.1
Disagree 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
Agree 30 58.8 58.8 70.6
No opinion 12 23.5 23.5 94.1
Disagree 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
Agree 6 11.8 11.8 19.6
No opinion 21 41.2 41.2 60.8
Disagree 17 33.3 33.3 94.1
Strongly disagree 3 5.9 5.9 100.0
Total 51 100.0 100.0
Cumulative
valid no response 3 5.9 5.S 5.9
Agree 21 41.2 41.2 62.7
Noopinion 15 29.4 29.4 92.2
Disagree 3 5.9 5.9 98.0
Strongly disagree 1 2.0 2.0 100.0
Total 51 100.0 100.0
Cumulative
valid no response 1 2.0 2.0
Agree 14 27.5 27.5 80.4
No opinion 9 17.6 17.6 98.0
Disagree 1 2.0 2.0 100.0
Total 51 100.0 100.0
Cumulative
valid btrongiy Agree 28 54.9 54.9 54.9
Agree 10 19.6 19.6 74.5
No opinion 11 21.6 21.6 96.1
Disagree 2 3.9 3.9 100.0
Total 51 100.0 100.0
Public Relations provides the organization an opportunity to presenta favorable image thatcannot be achieved wiht advertising
Cumulative
Valid btrongiy Agree 21 41.2 41.2 41.2
Agree 23 45.1 45.1 86.3
No opinion 6 11.8 11.8 98.0
Disagree 1 2.0 2.0 100.0
Total 51 100.0 100.0
Cumulative
valid btrongiy Agree 13 25.5 25.5 25.5
Agree 30 58.8 58.8 84.3
No opinion 6 11.8 11.8 96.1
Disagree 2 3.9 3.9 100.0
Total 51 100.0 100.0
Public Relations can benefit the organization in the domestic marketand the global marketplace
Cumulative
Agree 28 54.9 54.9 78.4
No opinion 11 21.6 21.6 100.0
Total 51 100.0 100.0
Public Relations strategies are less costly compared to advertising and promotion programs
Cumulative
Agree 29 56.9 56.9 84.3
No opinion 5 9.8 9.8 94.1
Disagree 3 5.9 5.9 100.0
Total 51 100.0 100.0
Public Relations strategies are less costly compared to advertising and promotion programs
Cumulative
Agree 23 45.1 45.1 64.7
No opinion 13 25.5 25.5 90.2
Disagree 5 9.8 9.8 100.0
Total 51 100.0 100.0
will your company be using more of less of public relations in the future?
Cumulative
more of 21 41.2 41.2 45.1
same as 25 49.0 49.0 94.1
less of 3 5.9 5.9 100.0
Total 51 100.0 100.0
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Integrating public relations into marketing strategies in the state of Qatar
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